Office Hours with Merritt Gasho

In the fast-moving world of merchant cash advance (MCA), strong partnerships aren’t just helpful—they’re mission-critical. Whether it’s building trust with new ISOs or scaling relationships with seasoned affiliates, the right approach can mean the difference between fleeting volume and sustainable growth.

To unpack what makes a great partner, how to navigate challenges, and where the real opportunities lie, we sat down with our VP of Sales, Merritt Gasho. Known for his strategic mindset and people-first leadership style, Merritt shares how he evaluates partner performance, prioritizes long-term loyalty, and leverages tech to drive smarter, faster outcomes.

LEVO: Let’s start at the top—how do you define a great partnership in the world of merchant cash advance? 

MERRITT GASHO: A great MCA partnership is built on hard work, trust, and transparency. When both sides show up with consistency and a growth mindset, success follows naturally. 

LEVO: When you first step into a new role, what’s the first thing you look for in the existing partner landscape? 

GASHO: I assess alignment and impact—who’s delivering real value, who needs support, and where untapped potential lies. The goal is to identify what’s working, where the gaps are, and how to elevate the whole ecosystem. 

LEVO: What’s your philosophy when it comes to bringing on ISOs or affiliates—fast volume or long-game loyalty? 

GASHO: Long game. Loyalty wins, always. Fast volume looks great—until it burns out. I’d rather build with partners who are in it for the relationship, not just the revenue. 

LEVO: How do you handle a partner who’s got potential but isn’t converting? Coach them up, or cut the cord? 

GASHO: I believe in coaching first. If someone shows effort and willingness to learn, I’m all in. But if it’s not a fit after that—it’s time to move on, respectfully. 

LEVO: What metrics matter most to you when measuring the success of a partner relationship? 

GASHO: Quality submissions, conversion rates, portfolio performance, and work ethic. But most importantly—are we growing together? Numbers tell the story, but consistency and communication validate it. 

LEVO: In an industry where speed matters, how do you balance quality vetting with aggressive onboarding? 

GASHO: Speed without structure is risky. I balance both by having clear standards, efficient workflows, and tech that accelerates—not complicates—the process. 

LEVO: What does the ideal sales-partner feedback loop look like from your seat? 

GASHO: Transparent, real-time, and actionable. Feedback isn’t just about fixing—it’s about fueling growth. The best loops lead to better outcomes for everyone. 

LEVO: Tell me about a deal or opportunity you lost—and what you learned from it. 

GASHO: I lost a high-potential deal because expectations weren’t aligned early. It taught me that proactive communication isn’t optional—it’s the lifeline of trust. 

LEVO: In your experience, what separates a transactional partner from a transformative one? 

GASHO: Transformative partners think beyond the next deal—they build systems, share insights, and create compounding value over time that moves the whole business forward. 

LEVO: What role does tech play in scaling partnerships? Are CRMs and tracking systems friend or friction? 

GASHO: Done right, tech is your best partner. CRMs and tracking tools should enhance visibility, reduce friction, and make success repeatable—not complicated.